Germany Online Travel Market Overview, 2028

Germans have a deep appreciation for cultural and historical tourism. Online travel platforms often feature content that highlights museums, historic sites, and cultural events. Many travelers use online resources to plan visits to famous landmarks and cultural destinations. Online booking has become the dominant method for planning and organizing trips in Germany. Travelers use various online platforms and websites to book flights, accommodations, train tickets, and other travel-related services. Popular platforms include Expedia, Booking.com, Kayak, and Google Flights, among others. Germans are known for their thriftiness, and they often compare prices across multiple online platforms before making a booking. Price comparison websites and apps are widely used to find the best deals on flights, hotels, and car rentals. Although English is widely spoken in the travel industry, Germans prefer to access travel information in their native language. Therefore, there's a strong demand for websites and apps that offer content in German, including customer support services. Germans are also known for their spontaneity. Last-minute booking platforms and apps have gained popularity, allowing travelers to find deals on accommodations and flights for spontaneous getaways. Before the COVID-19 pandemic, Germany was already experiencing a significant shift toward online travel booking. Travelers increasingly turned to online platforms and mobile apps to plan and book their trips, whether for leisure or business. In 2020, more than 25 million Germans booked their trips online. Germany is a great place to visit for its history, culture, food, and beer. The average German traveler spends around €1,000 on their annual vacation. The most popular time to book a trip online in Germany is in the months of January and February. Germans love to travel with their pets, and online platforms offer options for pet-friendly accommodations, transportation, and activities, catering to this trend. Online tools and apps that help travelers organize their travel documents, such as passports, visas, and vaccination records, are highly valued, especially for international travel. Solo travel is a growing trend in Germany, especially among younger generations. Online platforms cater to solo travelers by offering safety tips, solo-friendly accommodations, and group tours for those who want to socialize during their trips. The biggest and most popular airports in Germany include Frankfurt Airport (FRA), Munich Airport (MUC), Berlin Brandenburg Airport (BER), Düsseldorf Airport (DUS), and Hamburg Airport (HAM). In addition to these major airports, there are also a number of smaller airports in Germany that offer flights to popular tourist destinations. These include Stuttgart Airport (STR), Cologne Bonn Airport (CGN), Hannover Airport (HAJ), Dresden Airport (DRS), Leipzig/Halle Airport (LEJ) and many more.

According to the research report "Germany Online Travel Market Overview, 2028," published by Bonafide Research, the Germany online travel market was valued more than USD 26.40 Billion in 2022. Germany has a strong commitment to sustainability, and this is reflected in the online travel market. Travelers are increasingly looking for eco-friendly travel options, such as hotels with green certifications and carbon-offset programs. Online travel platforms have responded by highlighting sustainable accommodations and transportation choices. Given the uncertainty of travel during the pandemic, online travel platforms introduced more flexible booking and cancellation policies. Travelers in Germany now expect these options when booking flights, accommodations, and other travel services. Online travel agencies are increasingly using data analytics and AI to offer personalized travel recommendations to users. This includes tailored suggestions for destinations, accommodations, and activities based on user preferences and past behaviour. Wellness tourism was on the rise, with online platforms providing access to a range of spa and wellness retreats, yoga retreats, and wellness-focused vacations. The integration of technology like augmented reality (AR) and virtual reality (VR) into online travel experiences has been explored to provide immersive destination previews and travel planning. Online platforms and mobile apps have been used to facilitate contactless check-ins, mobile boarding passes, and digital travel documentation to minimize physical contact during travel. Germany has a strong cruise culture, and online travel platforms expanded their offerings to include a wide range of cruise options, including river cruises along the Rhine and Danube rivers. To reduce physical contact during the pandemic, online travel platforms promoted contactless payment options, including digital wallets and contactless credit card payments.

Germany is a major European hub for both business and leisure travel. It is home to several major international airports, including Frankfurt, Munich, and Berlin airports. The country's strong economy and its citizens' penchant for international travel contribute to a high demand for air travel services. Booking flights online offers a high level of efficiency and convenience. Travelers can compare fares, check flight availability, and make reservations with just a few clicks, saving time and effort. Germany has an extensive and efficient rail network operated by Deutsche Bahn. Online platforms make it easy for travelers to check train schedules, book tickets, and access information on routes and prices. Beyond long-distance travel, online platforms often offer information and booking options for local and regional transportation services, including trams, buses, and subways. Furthermore, Vacation packages offer travelers a one-stop solution for their entire trip, including flights, accommodations, and often activities or tours. This convenience and ease of booking all-inclusive packages online attract travelers who prefer a hassle-free experience. Planning a trip can be time-consuming, especially when booking individual components like flights, hotels, and activities. Vacation packages save travelers time by bundling these elements together, allowing them to make a single booking. Many vacation packages offer cost savings compared to booking each component separately. Online travel agencies negotiate bulk deals with airlines and hotels, passing on discounts to customers. In addition, based on device, the market is divided into Laptop/Desktop Devices and Mobile Devices. Online travel agencies and booking platforms have invested in user-friendly mobile apps. These apps provide a seamless and intuitive booking experience, with features like one-touch bookings, saved preferences, and real-time notifications, enhancing the overall user experience.

Based on mode of booking, the market is divided into Online Travel Agencies (OTAs) and Direct Travel Suppliers. The Online Travel Agencies (OTAs) segment is expected to have the highest market share in the online travel market in Germany. OTAs in Germany offer a wide range of travel services, including flights, accommodations, car rentals, holiday packages, and activities. Travelers can access all their travel needs in one place, simplifying the booking process. Online travel agencies collaborate with numerous airlines, hotels, and other travel providers, giving travelers access to an extensive inventory of options. This variety allows travelers to compare prices and choose services that best suit their preferences and budgets. OTAs use data analytics and personalization algorithms to provide travelers with tailored recommendations based on their search history and preferences. This assists travelers in discovering new destinations and options. OTAs often feature last-minute deals and promotions, attracting spontaneous travelers looking for discounted bookings. OTAs allow travelers to book multi-modal journeys, combining flights, trains, buses, and accommodations, all in a single itinerary.

Considered in this report:
• Geography: Germany
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028



Aspects covered in this report:
• Germany Online Travel market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Service Type
• Transportation
• Travel Accommodation
• Vacation Packages
• Others (Travel Insurance, Visas and passport services, Currency Exchange Services, Travel spa and wellness services, Travel gear and gadgets, etc.)

By Device
• Laptop/Desktop Devices
• Mobile Devices

By Mode of Booking
• Online Travel Agencies (OTAs)
• Direct Travel Suppliers

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analyzing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience:
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Online Travel industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.